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Archives for August 2014

Take a look around and what do you see? Branding. Lots of it. The brand behavior today is more than a logo mark, more than an ad, even more than a really fabulous, marvelous ad. Look closer, what do you see? More video, more content, more narrative, more customer input, insight, information, and a lot more feedback from your customers. They’re weighing in and becoming your brand. Maybe that’s why in today’s market place, your customer is your brand.

Faster, please.

The speed of your brand story, the narrative of what’s special, unique, a point of difference,(good and bad) is spinning at the speed of the Interwebs, that auspicious platform that works for both good and evil. Nonetheless, that’s where your brand is. Now here’s the part where we could fill buckets of data about brand legacy, equity, and meaning, but you already know this: your brand is only as good as your brand content. The story behind your brand. The story within your brand. The story you and your customers give your brand. The dialogue the customer has that connects their lives with how your brand lives. The brand connection you cultivate with content that connects. That means video, audio, animation, bringing your brand to life with the technology and the medium that motivates, and amazes.

Today’s seniors and your brand.

Now, let’s look at your brand style guide. The bible of what makes up your brand that includes and covers assets, icons, logo marks, legal lines, usage, relationships of marks to key lines, etc. This is the brand framework. So how does this apply to the brand behavior? It lives and breathes on brand consistency for one, internal team buy in, and the acceptance and embrace of management that these are the brand characteristics that help define our brand in print, video, direct mail, email, web, banners, collateral, digital, broadcast, signage, events, and the sales center. Everything we do is for the brand.

Now with senior living communities, the heat is on to be better,repeating the way its always been is not going to cut it. The CCRC is a hot market that is only now beginning to see and respect smart brand and advertising that elevates, at every touch point. From 2014-2015 17 new CCRCs will be introduced throughout the country, by 2019 over 69 will be knocking on doors looking for the same prospect you are. What does this mean? Get faster, move smarter, be quicker, and look to the minds and talent that can make your senior living communities more engaging, more connective, and relevant to a tsunami of over 10,000 a day turning 65 for the next 19 years. Big numbers of prospects who are and have been educated about some of the most relevant and interesting advertising changes from the early sixties to present day. Apple, VW, BMW, IBM, Braniff, TWA, PanAm, well, you get the idea. Just watch Madman and you can see what the generation was weaned on. Now it’s quicker content, visual and copy that look and feel different, ideas that spark your story, and concepts that create more dialogue. Maybe it’s the conversation that connects? Absolutely. Because the brand moves instantly around their lives, and with their families; today’s senior is smarter, healthier, more cultured, and better travelled than the generation before. That means your brand has to be, as well. So the question is, what’s your story. Simple, fresh, and relevant? It better be, or you need to rewrite it with the help of your most important brand champions: your prospects.

Resin is the Bay Area advertising and branding experts in marketing to seniors. We’ve repositioned, rebranded and relaunched senior living communities in California, Ohio, and Virginia. Resin has increased occupancy, awareness, and brand expectations on what a senior living community can be.

Most often, moving well into the elder status, comfortably, is a matter of financial position and health. For sake of argument, let’s assume that the portfolio, pension, savings, and home equity are the top of the game, and wellness and health are holding steady. No major illnesses, no surprises. It’s all good, But what about planning for the future? One might scoff at a 78 year old thinking ‘future’ but don’t. Here’s why: statistically if a senior has the financial foundation and is relatively healthy, there are more than a few very good years to be lived. The question is, how does a senior want to live them? What kinds of plans can a senior start to develop, think of, enjoy, and put into place so the years truly are golden.

This is where a well-recognized senior living community might come into play and we do mean play. Because generally at say a good, reputable Life Care community, everything is taken care of; from the weekly linen service to all levels of healthcare under one roof. Wake up to morning coffee, breakfast, and get out there and enjoy the freedom that comes with living well; cultural events, programs, transportation, exercise, brain fitness, and the kind of amenities that take care of everything under the sun, and then some. Granted, entry fees are not cheap and there are monthly fees to pay but from financial standpoint, the value-added perspective is not too far off when looking at cost comparisons to running a home with maintenance, taxes, and the time spent caring for the family home.

Downsizing is part of the equation. And while overwhelming to think about, doing it is actually pretty basic and there are more than a few professionals who can help with the task of getting back to the basics so seniors can get on with their lives.

A few notes on the social and connectivity of a senior living community. No question the community lifestyle where you are part of a “neighborhood” is much better for health, spiritual wellness, and sense of being. The adage, “it takes a village” is not far off from the benefits of a connected community where people watch out and care for each other.

The top ten list of why a senior living community stands as the beacon of a thoughtful, smart, and rewarding lifestyle.

1. No need to maintain home – maintenance-free living is a real advantage
2. Community and social connections – part of the “neighborhood”
3. Programs that stimulate – always learning, active minds are young minds
4. Predictable costs/expenses – foresight is big for future thinkers
5. Healthy, nutritious and well balanced meals – you are what you eat
6. Health and wellness activities – stimulate endorphins
7. 24/7 safety and security – stress-free living
8. Caring and supportive staff – tenured staff is important
9. Access to healthcare – peace of mind is part of your community
10. Not a burden to family – what every senior wants

Resin is the Bay Area advertising and brand agency specializing in marketing and advertising to seniors, boomers, and adult children. Resin has repositioned, rebranded and relaunched senior living communities in California, Ohio, and Virginia. We’ve helped more people move into senior living communities than any other advertising agency in California.